DNA
DNA stands for Dictate. Never Accept, and is a boutique streetwear and sneakerhead destination in downtown St. Louis. I designed this logo and the subsequent branding concepts in an attempt to practice executing a rebrand/brand makeover, while still paying tribute to the original.
I chose DNA because of my mutual interest in urban culture, and because of my admiration for the engaged and loyal community they’ve been able to build in my hometown, and the brand equity that comes along with it.
The design was inspired by the original sole of Nike’s Air Force 1, which is a hype-beast staple, and, also looks like a fingerprint to me. And while fingerprints aren’t technically DNA, their natural association with forensics and their distinct, yet unique design characteristics, lent to a smooth amalgamation with the AF1 footprint, and the brand messaging that followed.
